Google Analytics Features

Google Analytics

Enterprise-class web analytics

4.66/5 (492 reviews)

Google Analytics Feature Summary

  • Data analysis
  • Content analytics
  • Social analytics
  • Conversion analytics
  • Advertising analytics
  • Alerts & intelligence
  • Cross-device data
  • Audience reporting
  • Conversion reporting
  • eCommerce reporting
  • Native remarketing integrations
  • Product integrations
  • Data import
  • Event tracking
  • Receiving
  • Data reporting
  • Real time reporting
  • Third party integration
  • Marketing analytics
  • Mobile analytics
  • Performance reporting
  • Custom reporting
  • Data collection & management
  • Javascript libraries
  • Tag management
  • Configuration APIs
  • Custom variables
  • Custom dimensions
  • Custom metrics
  • Calculated metrics
  • Native data onboarding integrations
  • User access controls
  • Data visualization
  • Data filtering
  • Data manipulation
  • Custom channel groupings
  • Custom content groupings
  • Funnel analysis
  • Shopping & checkout funnels
  • Custom funnels
  • Multi-channel funnels
  • App event funnels
  • Mobile app reporting
  • Segmentation
  • Flow visualization reporting
  • User explorer functionality
  • Graphical data presentation
  • Widgets
  • Customizable dashboards
  • Data activation
  • Audience demographics
  • Intelligence & anomaly detection
  • Proactive alerts
  • Machine learning
  • Multi-touch attribution
  • Predictive analytics
  • Customer journey tracking
  • App security
  • Email notifications
  • Native iOS & Android mobile apps
  • Real time data
  • Collaboration tools
  • Search functionality

Business Intelligence & Analytics Feature Comparison

Most popular features of all Business Intelligence & Analytics apps

API (115 other apps)
Activity Dashboard (83 other apps)
Ad hoc Reporting (57 other apps)
Business Analysis (39 other apps)
Business Intelligence (89 other apps)
Charting (68 other apps)
Customizable Reporting (63 other apps)
Dashboard Creation (71 other apps)
Data Filtering (54 other apps)
Data Import/Export (64 other apps)
Data Visualization (87 other apps)
Drag & Drop Interface (46 other apps)
Graphical Data Presentation (41 other apps)
Monitoring (58 other apps)
Real Time Analytics (76 other apps)
Real Time Data (59 other apps)
Real Time Reporting (46 other apps)
Reporting & Statistics (62 other apps)
Third Party Integration (51 other apps)
Visual Analytics (83 other apps)

Competitor Feature Comparison

Mobile apps

iOS App


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Requires iOS 9.0 or later. Compatible with iPhone, iPad, and iPod touch.

Android App


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Google Analytics Feature Reviews

25 reviewers had the following to say about Google Analytics's features:

Warren Tan

The industry standard that keeps getting better

2018-08-28

Google Analytics provides data, insights and an incredible wealth of intelligence to businesses

Pros

You can learn the basics in minutes, but Google Analytics gets really rewarding as you invest more time understanding it, utilising everything from segments to reporting and its integrations.

Cons

Nothing I can think of, except perhaps that it is the industry standard and the lack of competitors worries me!

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Michael Levy

Google Analytics is second to none when it comes to website traffic analysis

2018-09-05

Google Analytics gives us critical insights into where our website users are coming from and how they are behaving once they arrive.

Pros

It is truly amazing how deep you can dive into your website's traffic sources and the behavior of your users with Google Analytics. You can get as granular with your data as you can imagine.

Cons

None - for the absolutely massive amount of reports and data available in the dashboard, it is very easy to navigate and find exactly what you are looking for.

Rating breakdown

Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Apparel & Fashion company, 1-10 employees)

The world standard website traffic analysis and reporting tool

2018-08-23

Google Analytics is a must-have tool for any website, assuming you have the snippet installed to record your traffic!

Pros

Google Analytics provides indispensable and actionable data about a web site's traffic and visitors with well-designed interfaces, filters, charts, and graphs.

Cons

There isn't much not to like about Google Analytics, since it is a free tool for most if not all websites.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Monthly

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Julie Lafferre

Great Analytics

2018-07-25

Overall good analytics and certification options.

Pros

Great Analytics platform and reporting.

Cons

When you drive a little deeper into the analytics it does not include Advertising cost data and revenue data.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Other

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Justin Friede

Valuable Business Insights

2018-09-13

I use Google Analytics for every website I design.

Pros

The "real time" feature is great when you are tracking campaign activity or social media engagement.

Cons

Out of the box, there is almost too much data for a small business owner.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Airlines/Aviation company, 1001-5000 employees)

Google Analytics, My Reliable Website Analytics Tracker

2018-09-04

Google analytics helps me a lot in my digital marketing and search engine optimization services as I can measure real time the traffic statistics and also the source of traffic to a website

Pros

Also Google analytics makes it easier for me to create and customize filters and give real time overview of activities and traffic on the website.

Cons

Some of the downside i have encountered with google analytics tool is basically the complex advanced customization which makes it hard for a newbie to understand and also using google analytics i sometimes encounter on some of my clients websites with huge traffic, there are data issues and doesn't reflect on the site overview.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
Director (Retail company, 201-500 employees)
Verified Reviewer

Good but not enough

2018-05-16

Pros

Easy to configure, does not require a full-time developer. Real Time Data is quite accurate Reports available with reasonable level of depth

Cons

Features like Goals and Conversions are confusing which could be simple for end user Graphs provided for simple metrics are more complex than required

Rating breakdown

Ease of use
Features

Time used: 1-2 years

Frequency of use: Weekly

Likelihood to recommend

7/10
Source: GetApp
Helpful?   Yes   No
Read more
Huong Tran

Powerful and a huge help for our traffic and SEO!

2018-09-18

We love it that it has real time tracking as well!

Pros

It tracked and analyzed most of the information and data we needed for our websites (which are all used for different purposes: media outlets, ecommerce...)

Cons

It would be cool if there's a feature to group the websites to one dashboard and compare their performance.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more

Superb app to trace the users interacting with our sites

2018-05-14

Pros

Even the real time report can be done on varios filters aspects as per requirement

Cons

No cons at all for this google analytics apps as its comes with loads of features with ease of access of integrations and many more

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: GetApp
Helpful?   Yes   No
Read more
Chris Wright

Verified Reviewer

Great asset for a business to keep track of website data

2018-04-30

Pros

You can even see the stats real-time and gives great feedback for a company.

Cons

It can be hard to understand all of the data at times and know exactly what the data is reporting in order for it to be useful.

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Monthly

Likelihood to recommend

8/10
Source: GetApp
Helpful?   Yes   No
Read more
Cesar Clemente

"A powerful tool that allows you to know the reality of your competition and your market segment thr

2018-08-31

It allows predicting the activities of the competition from their activity on the internet and through their data predict consumer behavior as well as cost structures and other resources.

Pros

This tool allows an in-depth analysis of the needs of each company and its users seen from an online interactive statistical analysis, so the tool allows the user to learn based on the statistical tables in a smart way how to act in response to the needs of each of the market elements that intervene in its specific setor, the company that does not have this role of Google loses competitiveness in the market as it offers the option of knowing what are the essential elements that are making our competition and that are published on websites that are vital elements for the prosperity of our business

Cons

The difficulties that the application has in my opinion is that Analytics is designed to work with advertising products this can generate false and erratic information because if what I want is to promote my company I will not incur in placing negative data.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
A verified reviewer

Analytics for your webpage

2018-07-30

Pros

Pretty easy to use and install, needs a bit of time to understand the different parts of the statistics.

Cons

A bit difficult to get an overview, maybe a "easy" and "advanced" mode could be implemented, easy for fast and at-a-glance view and advanced for more in-depth views.

Rating breakdown

Value for money
Ease of use
Features

Time used: 2+ years

Frequency of use: Other

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Computer Software company, 1-10 employees)

Easiest Way to Track Your Websites

2018-09-18

Pros

Clean and easy to use interface Simple and fast integration Links to other Google products

Cons

No automatic refresh for real-time page analytics

Rating breakdown

Ease of use
Features

Time used: 6-12 months

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
( company, 51-200 employees)

Google Analytics is amazing!

2018-08-01

Definitely would recommend this.

Pros

Google Analytics is the best software to track how well your companys website is performing.

Cons

Google Analytics is a great software overall.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Martin Carvalho

Verified Reviewer

Easiest way to track traffic from your website

2018-09-18

Pros

Easy to integrate Nice and readable reports Easy to generate custom reports Real-time tracking Great API and incredible potential to create and integrate other software

Cons

A big learning curve for advanced tracking Not so easy to understand the more complex reports Too many options for non-advanced users

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Monthly

Likelihood to recommend

9/10
Source: GetApp
Helpful?   Yes   No
Read more
Erue Dfut

stay well informed in real time

2018-08-17

the use of Google Analytics helped us to understand our audience more, to improve those sections that were not so visited, and to know which parts were well received. the reports are very detailed we use GA in mobile devices and websites and have been very effective.

Pros

-stay well informed in real time -The information of the users do not have to wait for days to receive it is immediate even in real time. - It is an excellent statistical tool for both PC and mobile devices.

Cons

-The dashboard and unique features can be a bit cumbersome and difficult to use if you are using it for the first time.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Mateusz Pliszka

Verified Reviewer

An essential analytical software for every online business

2018-05-15

Pros

Advanced users' behavior analysis Events tracking Highly customizable Tracking the sources of users' visits

Cons

Quite difficult to handle for beginners No real customer support The analytical dashboard could be more user-friendly

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: GetApp
Helpful?   Yes   No
Read more
Alain Diego Marrero

Great tool to advertise our business and get to the right customers

2018-09-05

With Google Analytics I am able to see the clients preferences and how they access our web page.

Pros

Google Analytics allows to understand our business performance

Cons

It is a great tool I always recommend to piers and friends

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Adith Krishna

Verified Reviewer

A very effective and powerful analytical tool for your business

2018-06-05

Pros

It provides graphical data representation, manipulation and filtering data and real-time data reporting.

Cons

It's not possible to reprocess the data that has been processed. The graphical user interface gets regularly updated, so the users need to stay updated about the new features, etc., they need to be trained timely about usage.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: Free Trial

Frequency of use: Weekly

Likelihood to recommend

7/10
Source: GetApp
Helpful?   Yes   No
Read more
Thomas Colon

Verified Reviewer

Google Analytics helped us improve our business

2018-03-08

Pros

If you started building your business on the Internet, you will definitely need a service to collect statistics. My opinion is that Google Analytics is the best among many analogs.

Cons

A beginner needs to understand the interface, a lot of submenus and settings.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: GetApp
Helpful?   Yes   No
Read more
Anonymous
(Financial Services company, 1001-5000 employees)

Used every day as my primary analytics platform for hundreds of clients.

2018-07-06

Pros

Google Analytics is fundamental to tracking site visits, conversions, traffic channels and attribution for basically any website you work with.

Cons

You can filter this, but it's a pain.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Pamela Banks

Verified Reviewer

Google Analytics is a very solid tool

2018-04-12

Pros

The interface is easy to use.

Cons

Comparison of results over time should have labels for general analysis, so it would be much more convenient to change the time intervals for analysis.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

9/10
Source: GetApp
Helpful?   Yes   No
Read more
Rohit Singh

Analysing a website for knowing the details regarding traffic is must that's why Google Analytics.

2018-08-18

Analysis of website content, data, traffic and audience and optimizing it wherever necessary is the work Google Analytics do for me.

Pros

As complimenting its name its a fully featured Analytics equipped with the Analysis of Audience, Content, location, event and conversation. 4.

Cons

They should work on the interface and should make it look like offline downloadable software.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
Business Development Manager (Computer Software company, 11-50 employees)
Verified Reviewer

A must have for any company

2017-08-15

Really no reason a company or website shouldn't have Google Analytics set up on their site.

Pros

Easy to set up and to read basic reports.

Cons

Takes some getting used to in order to get into deeper features.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10

Recommendations to others considering Google Analytics

Go through some of the Google provided training as you're getting everything set up.

Source: GetApp
Helpful?   Yes   No
Read more
Dana Stone

Best FREE Analytics Statistics

2018-07-20

Free Service to Track Website Statistics

Pros

It's FREEE and can track multiple websites(personally I use it for 6 websites 10 application and 2 youtube channel)

Cons

Biggest problem: Statistics are not real-time so, usually you can't get the report for today/yesterday day

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more